Using Behavioral Science in Marketing

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Temporal landmarks and temporal discounting—the effects of time on behavior

Behavioral scientists have found that people are more open to trying new things at certain times. This can be valuable information for marketers, who can sync their solicitations to these times. However, time is not always a marketer’s friend. Companies that hope to sell products and services whose benefit is not immediate must first overcome the human preference to focus on the present.

If the old saying is to be believed, timing is everything. And marketers certainly pay a lot of attention to timing. Although when a marketer thinks about time, it’s often in a very practical way. Marketers think about the necessary aspects of time, such as how much of it is available ...